Here's how you know times are tough: Schmancy Brit socialite Lucy Sykes has filmed a T.J. Maxx commercial.

Lucy, non-identical twin sister of Bergdorf Blondes author and Vogue contributor Plum Sykes, worked as a fashion editor at Town & Country and Harpers Bazaar and as a fashion director at Marie Claire. Lucy started achildren's fashion line in 2005, which offered $75 baby bikinis. She's married to a banker; she wore Vera Wang to her wedding; her sisters wore Chanel and McQueen. Her kids are named Heathcliff Felix Alastair Euan and Titus Jasper Jake Icarus. And now she's a "Maxxinista." It happens.